8 entries from September 2011
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- Generally the use of behavioural email is steadily increasing across all sectors (e-retail, insurance, gambling).
- Gambling companies seem to be implementing the majority of triggers, with an average 70% using behavioural email across the triggers monitored. Statistically e-retailers are next in line, with an average 46% of e-retailers using behavioural email. The insurance sector is now lagging behind with an average of just 34% implementing behavioural email.
- The number of behavioural email triggers implemented within the e-retail sector has increased across all emails monitored.
- The welcome email is the most commonly used email, implemented by 90% of gambling companies and 64% of e-retailers. However, 25% of e-retailers do not even offer pre-purchase registration, meaning a welcome email cannot be sent.
- Despite a slight increase in use since March 2011, abandoned basket email is still the least used behavioural email. This is unfortunate as based on conversion it can be viewed as the most successful email trigger used by retail clients.
- On average retailers receive the highest CTR from using behavioural email.
- Based on conversion the single most successful behavioural email trigger implemented by RedEye clients is the abandoned basket email, this is followed by the saved quote follow up email used by insurance companies.
1. Blatant Lack of Permission
Companies still try to get around the permission issues in search for the quick buck. That’s a big mistake.
2. Utterly Deficient Segmentation
Content relevancy is the number one issue for the email marketer. Without segmentation, you have no real relevancy.
3. Lame ‘Welcome’ Messages
We still receive far too many lame welcome messages. What a wasted marketing opportunity.
4. Frequency Decisions Made for the Wrong Reason
Marketers are in a constant battle on the matter of frequency.
5. Institution-to-One Messaging
The debate on how to personalize company emails is ongoing. It’s all about testing.
6. No Real Interactivity
Interactivity is not only for social media. Email was once the relationship building medium, and it still can be.
7. Deliverability: Content, Formatting & Lack of Self-Advocacy
If anything, deliverability is even a bigger issue than it was two years ago.
8. Designing Images That Appear as Red Xs
Getting HTML images to appear for those who have images turned off still requires that they turn the images on. It’s the text vs. HTML debate.
9. Disregarding Your BlackBerry and Mobile Readers
The number of mobile readers has exploded since 2008. Thank you Iphone and Android. It’s more important than ever to make your email mobile reader friendly.
10. Repeating Ad Types
Banner blindness in email newsletters is more prevalent than ever.
11. Collecting Bad Response Rates
You need good analysis to determine the effectiveness of your email. That’s always been the case.
12. Relying on Email Only
This last mistake of relying on email only was written during the dawn of the social media revolution. It’s the only one that feels a bit dated, but it’s still worth noting that relying on just one tactic alone is never a good plan.
On the EmailVision blog, Tim Watson explains why you shouldn't worry too much about the best time to send an email.
The answer as to why timing is not so sensitive lies in how people engage and process their email inbox.
In a small poll the folks over at EmailVision ran, 94% of people said that when returning to their inbox they scan ALL new or recent unread emails. This means your position in the inbox is relatively unimportant.
Your email will be scanned for a delete or read decision regardless of whether it's the top email or number 25. Your email will live and die by much stronger factors than time of day such as:
- Subject line and from name
- Content relevance
- Previous experience of your emails
- Brand loyalty and engagement
Trying to time an email to a 2 to 5 hour slot is relatively unimportant. Your email will be deleted based on the above factors and not whether it was first seen at 10am or 2pm.
More important than time of day timing, is timing with regard to the customer lifecycle. Right message, right person, right time is often quoted. However, time doesn't mean 9am or 10am.
Perfect timing is reaching the customer when they are actively:
- Identifying a need
- Researching options to fulfil a need
- Deciding which offer to choose.
Read more here: Campaign send time isn't important
Neil Berman lists these 8 Steps To Good Mobile Email Design in his recent Email Insider column:
- Send your emails in MIME Multipart Format so they are readable on mobile devices that can display only the text version of your email.
- Keep subject lines to 15 or fewer characters or front-load it so your key message is in the first 15 characters.
- Make the most of pre-header text. iPhones allow about 140 characters in vertical view, so keep the text short and persuasive.
- For the best display on both mobile devices and the desktop, code your emails between 480 and 600 pixels.
- Keep the layout simple and stack information in one column.
- Take it easy on the images.
- Code all links and buttons with a target area of at least 44 x 44 pixels.
- Test your design regularly on various devices to make sure your emails continue to render as you intended.
I don't usually post announcements like these, but since this is something that involves me and it's kind of important and I'm really excited about this, I thought I should let my readers know.
Kath and I have been good friends for years now. We speak at the same conferences, we go to the same events and we share the same passion for email marketing. We often just call each other to talk about our jobs, our boyfriends and other important stuff :-)
A couple of weeks ago, Kath came to visit me here in Belgium and at one point we starting talking about how lonely it can be running our own business, because you don't have anyone you can brainstorm ideas with, talk to when you aren't sure how to tackle a certain problem or project etc.
In the past we'd talked about joining forces but we never really pursued it. Until today.
Today is the day that Kath and I officially join forces. This means that going forward, Kath and I will be offering our services under the same brand name: Plan to Engage. Check out the website at www.PlanToEngage.com